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Day1 1300 melnick_beyond performance marketing
1.
14 November 2011
2.
Agenda Background Why? Product Launch The Best
Non-Performance Opps Summary
3.
4.
Lloyd Melnick
5.
fiveonenine games
6.
7.
$1.50
$0.50 $2.00 $3.50 $1.00 $0.00 $2.50 $3.00 1/2/2010 2/2/2010 3/2/2010 4/2/2010 5/2/2010 6/2/2010 7/2/2010 Median CPC 8/2/2010 9/2/2010 US 30-39 Median CPC 10/2/2010 Median CPC 11/2/2010 12/2/2010 1/2/2011 Cost of Ads Skyrocketing 2/2/2011 3/2/2011 4/2/2011
8.
Increasing Demand Increases
Costs $8.3 $2.1 Billion Billion
9.
Limited Audience
10.
11.
Components Pre-Launch Launch Post Launch
12.
Key Elements to
Pre-Launch Phase • Test Research • Involve Customers • Steps Plan • Resources • Goals
13.
Caveats When Listening
to the Customer Customer feedback myopic Customer feedback backward looking Competitive secrecy compromised
14.
Marketing Plan Fundamentals
Target Distribution Promotion
15.
Launch Plan The
details of who does what when and where
16.
Key Elements to
Launch When and Where Promotion Support
17.
When and Where
• Minimum Desirable Product When • Full Beta • Speed to Market When II • Competitive Launches • Facebook English Where • Global
18.
Coordinate
You Media SNs Partners Ad Press Agency
19.
Launch
20.
Promotion/Media Mix Performance
Social Print TV Web
21.
Post-Launch: Measure and
React Measure Analyze Adjust
22.
23.
Television
24.
Multiple TV Options Excess
Inventory Joint Ventures “Infomercials” Traditional Advertising
25.
Multimedia Distribution
26.
Even More Options
Joint Venture/Rev House Ads Share Cross Ad Promotion Sponsored
27.
Social Media
28.
Easy Way Out
Not just ads Events and Create a promotions dialogue
29.
30.
Summary Create a real
marketing plan Do not neglect traditional marketing channels Performance marketing is still important Measure and react
31.
Thank you Lloyd.melnick@fiveoneninegames.com Twitter: Lloyd
Melnick http://lloydmelnick.com/
Notes de l'éditeur
Something that Carl got from Adobe
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